Before you have a marketing plan, you need some clear goals for your business. Make these goals specific and they will help you to form your plan. For example, we all want to make more sales, but you could have a goal of building sales amongst a certain demographic. If that’s the case, you can come up with a marketing plan that will align with those goals. Your marketing plan doesn’t have to be set in stone! Measure your success as you go to determine if your approach needs tweaking in order to improve results.